Dive Brief: 

• After The New York Times' multimedia narrative "Snow Fall: The Avalanche at Tunnel Creek" won a Pulitzer in 2012, the publishing industry began referring to the multimedia narrative form as "Snow Falls" and interest grew in the form. 
• The popularity and intrigue surrounding "Snow Falls" has inspired some long form native advertising content, including one for shoe brand Converse developed by Complex Media. 
• Publishers that have been experimenting with the multimedia narrative include Pitchfork, Polygon and the Guardian. 

Dive Insight: 

It's not surprising that the format of multimedia narrative is appealing to brands because it opens up a door of possibilities with images, videos and text. The major hurdle will be finding people who actually want to read and interact with the multimedia narrative. It's not something that is going to work for every brand.